Sky movie rentals via Sky Store

I don't think Sky have particularly neglected online content such as YouTube, more that they have been concentrating on expanding their On Demand service for catch-up TV, library services and rentals through Sky Store.

From the developments in the last 12 months, it seems their software is capable of providing connection to external services such as YouTube in the future. I did think they provided it through their 'Now TV box', but it's not listed on their website, although Facebook and a few others are mentioned.

Is YouTube or Facebook access really a priority for their mainstream market?

The now TV box is a roku with custom firmware to block Netflix.

I've been scouring the net but I'm yet to find anyone who has managed to sideload Netflix onto the Now TV box, apart from doing it via the Flex application (media server). If it's achieveable then the NOW TV box becomes a £10 Roku LT, which is very attractive!

I've seen suggestions that the PCB in the Now TV box has a number of components missing, although these may just be for the USB and ethernet ports which are missing on the Now box.

I've read of codes to activate Roku boxes that the Now TV boxes don't need, with there being a few suggestions that the boxes aren't activated for normal Roku use so cannot have Netflix etc. However, from the looks of a post made by someone on XDA Developers someone has done it, but they haven't revealed how yet. Very tempted to pick one up either way. I've seen lots said about missing components that are on the LT but aren't on the Now TV box, and from the looks of it they've stripped it to the bare essentials but left the space for the other components anyway - fairly certain that if you soldered a USB on it wouldn't work because the circuits aren't there for it.